Apple shifts its gaze to smartglasses
In a move that reorients its wearable strategy, Apple is reportedly turning its attention to smartglasses, with work on the next-generation Vision Pro placed on hold for now. Citing MacRumors, the publication notes Apple is fast-tracking an eyewear project designed to compete with Meta’s Ray-Ban line, aiming for a device that blends style and AI-powered features.
Fashion-forward design is part of the plan
As with the early Apple Watch era, the glasses are expected to emphasize fashion as much as function. Apple is said to be planning multiple frame options, different temple materials, and a spectrum of colors, sizes, and shapes to give users maximum customization. How slim the glasses can be remains uncertain, given the need to house a battery, processor, and cameras inside the frame.
AI and Siri at the core
Siri is set to play a central role in how users interact with the glasses. Apple has been rebuilding its virtual assistant using large language models, with a more capable version anticipated by spring 2026. The upgraded Siri could handle more complex tasks—from translation and navigation to describing surroundings or reminding users where they left their things—making the glasses feel more like a personal assistant than a casual camera.
What the glasses can and cannot do
Unlike Meta’s Ray-Ban Display, early Apple smartglasses reportedly won’t include a built-in head-up display. Still, they are expected to offer AI-driven features comparable to Meta’s more affordable models. Users could take photos and record videos, play music, podcasts, and audiobooks, make calls, send messages, navigate using directions, obtain real-time translations, and even identify landmarks, plants, or animals. The experience will rely on iPhone connectivity and a custom Apple-designed chip, with on-device processing limited to preserve battery life.
Technical design and release timeline
The device is expected to run on an Apple-designed chip similar to the Apple Watch powerhouse but likely won’t operate fully independently. Heavier processing and top-tier AI tasks will hinge on a nearby iPhone, a choice that should help conserve battery life and keep the glasses affordable at launch.
Release timing and market strategy
Industry insiders suggest Apple could reveal the smartglasses in late 2026, with a commercial debut anticipated in early 2027. Pricing isn’t confirmed, but with Meta’s Ray-Ban glasses starting around $380, Apple will likely aim for a competitive price that reinforces its broader wearables strategy.
Strategic implications for Apple and wearables
This pivot signals a broader ambition to fuse style, AI, and connectivity into everyday wear. If successful, Apple smartglasses could redefine how people interact with digital content—on the go, hands-free, and in social contexts—while keeping the company’s ecosystem tightly integrated with iPhone and Apple Silicon.
Challenges and opportunities ahead
Developing glasses that are slim, stylish, and capable while respecting privacy will be a balancing act. Battery life, camera use, and app ecosystem will be crucial, along with regulatory scrutiny across markets. Yet if Apple nails the mix, the smartglasses could extend the company’s lead in premium wearables and create new revenue streams beyond the iPhone.
